Email marketing in 2022

Email has been and still is one of the ways consumers like to be informed. As long as this strategy remains effective and ethical, consumers will enjoy receiving emails from their favorite brands and products. 

Email is not dead. In fact, email marketing strategies evolve and change over the years, but email marketing is still a big part of it.  

With all that has happened in recent years, many communication channels have been restricted, allowing email to regain a greater place and importance in marketing strategies.

In order to be on the lookout for new technologies and new trends in email marketing, we have investigated them further in order to enlighten you on the subject. 

New trends in email marketing

With the rise of the competition always driving innovation and trends changing rapidly, it is important to regularly revamp your email marketing strategy and stay on top of the latest trends. This is an undeniable advantage you will have over the competition. 

If you know how to use it well, email marketing is an effective, scalable and cost-efficient way to develop your digital marketing strategy. 

The dark mode in newsletters

Dark mode is becoming increasingly popular on computers, phones and tablets. Many users use dark mode, more commonly known as dark mode, because they find it more comfortable for their eyes. Dark mode settings can be automated, so users can access a bright screen during the day and switch to dark mode at night.

Dark mode is a challenge for digital marketers, as newsletters sent out must be attractive in both light and dark mode. Automatically, in dark mode the text fits with the dark background. However, if you add images to your email, you must think about designing newsletters that fit in the dark mode. It is therefore very important to test your emails in both options.

Email marketing automation

While automation is not a new element of email marketing, it is also important to adapt this technique with consumer actions in mind. 

A good newsletter automation works with triggers, i.e. customer actions. Depending on the actions of your customers, you send an automated email prepared for this type of action. 

An example of a simple trigger can be the registration or purchase to which you send a confirmation afterwards. Also, you can send different messages if the customer has opened your last email or if it was never opened for example. This is an interesting trend to explore further.

Customization

Along the same lines as automation, you can react directly to your customers' behavior. Send follow-up emails when they have made a purchase, respond to a product search, try to reactivate inactive customers. The important thing is to only deliver content that is important to your customers. 

For example, you don't want to sell one type of product to someone who is only interested in another type of product. Essentially, you need to work with different customer lists. We suggest that you create meaningful groups to reach customers more effectively.

Interactive content

Finally, another trend that catches our attention is emails with interactive content. It is proven that when a customer can click on something in an email, it increases their interest considerably. 

When we talk about interactive content, it means that it is generated by the user, for example surveys can be filled out directly in an email in order to get a better response rate or buttons can be integrated in an email so that the reader can click on the offer or product that interests him more. 

Implementing interactive content in your emails allows you to benefit from a double advantage: on one hand, you can collect interesting data from the survey and, on the other hand, your email will receive a better attention rate.

Customer experience first 

There are several trends to keep an eye on for email marketing. By adopting some of these trends, you can quickly differentiate yourself from the competition. Keep in mind that in 2022, you need to think more about providing your customers with a seamless, convenient, simple and memorable shopping experience because that's what's important to them. 

You need to communicate continuously with your current and future customers. It's a challenge to automate these processes. At Planning Media, our experts are there for you and we have the resources. You can visit our expertise on automation for more information. 

If you are interested in taking your email marketing to the next level in 2022, please feel free to get in touch with us.